Pick Ethical

Pick Ethical is a United Kingdom-based online media platform and directory that helps consumers find zero-waste shops and make more sustainable shopping decisions. According to its official website, the platform combines three core functions: an interactive map for locating nearby zero-waste stores, easy-to-digest guides explaining what is and is not good for the planet, and practical tips for living a more eco-friendly lifestyle. Its stated motto is "Changing the world, one choice at a time," and its mission is to support people who want to live more sustainably through ethical product guides and simple, jargon-free advice. The platform was founded by Omar Agor-Wood, who started Pick Ethical as a way to help people find their nearest zero-waste stores and to catalogue his own discoveries of eco-friendly product alternatives. The first stated aim is to create the UK's best directory of zero-waste stores, with the ultimate goal of becoming the go-to place for eco-friendliness. The site also operates as a listing platform for zero-waste shops: store owners can set up or claim a listing, upload logos and photos, promote the products they stock, and attract new customers by showing their location and directions. Beyond the directory, Pick Ethical publishes editorial content such as guides and reviews. Examples visible on the site include a guide to the best eco-friendly toilet paper brands in the UK, covering brands such as Naked Sprout and Bumboo, and a list of eco-friendly products on Amazon, spanning cleaning essentials, toiletries, household items, and technology. The site also covers broader topics such as ethical alternatives to Amazon. Some content includes affiliate or discount arrangements, such as a discount code for a featured toilet paper brand. Pick Ethical positions itself as an accessible, approachable resource rather than a retailer. Its approach is described as making better decisions while pointing out where people go wrong "with a smile on our face." The brand operates primarily in the United Kingdom and is privately held. Its directory features UK zero-waste stores in locations such as Beeston in Nottingham, Yarnton in Oxford, Ivybridge in Devon, Hackney in London, and Bournemouth.

Pick Ethical was founded by Omar Agor-Wood as an online platform to help people find their nearest zero-waste stores and to catalogue his discoveries of eco-friendly product alternatives. The project grew out of a personal interest in sustainable living and a practical need: making it easier for consumers to locate local zero-waste shops and understand which products are genuinely better for the planet. The platform's early focus was the creation of a UK directory of zero-waste stores, supported by an interactive map. Store owners were invited to set up or claim listings, upload logos and photos, and promote the products they stock, turning the directory into a two-sided service that benefits both shoppers and independent retailers. The site highlights the commercial value of local search, noting that a large majority of people who search for local information on their phone visit or call a store within a day. Alongside the directory, Pick Ethical developed an editorial arm publishing guides, reviews, and sustainable business profiles. Content has covered topics such as the best eco-friendly toilet paper brands in the UK, featuring brands like Naked Sprout and Bumboo, and a curated list of eco-friendly products available on Amazon, spanning cleaning essentials, toiletries, household items, and technology. The site has also examined broader questions such as whether shopping on Amazon is environmentally friendly and has recommended UK-based ethical alternatives. The brand describes its approach as pragmatic and good-humoured: "If you don't laugh you'll cry. We want to make better decisions and point out where we're going wrong with a smile on our face." Its stated mission is to support people who want to live more sustainably by creating ethical product guides and simple advice without jargon. The first aim is to create the UK's best directory of zero-waste stores, with the ultimate goal of becoming the go-to place for eco-friendliness. As of the available evidence, Pick Ethical operates as a privately held UK online media platform and directory. It is not a retailer itself; rather, it connects consumers with zero-waste shops and eco-friendly products, and provides promotional tools for independent sustainable businesses.

• Pick Ethical is founded by Omar Agor-Wood as a platform to help people find zero-waste stores and eco-friendly product alternatives.

• The platform launches an interactive map and directory of zero-waste shops across the UK.

• Pick Ethical publishes editorial guides and reviews, including the best eco-friendly toilet paper brands in the UK.

• The site adds a listing service allowing zero-waste store owners to set up or claim listings and promote their products.

An accessible, jargon-free online media platform and directory that helps UK consumers find zero-waste shops and make more ethical, sustainable choices.

• Zero-waste store directory

  A UK-wide directory of zero-waste shops with an interactive map, store details, and directions.

• Eco-friendly product guides

  Editorial guides and reviews covering eco-friendly products and brands, such as toilet paper and Amazon alternatives.

• Store listing service

  Tools for zero-waste store owners to create or claim listings, upload photos, and attract customers.

1. 1Find Zero Waste Shops Around The UK | Pick Ethicalpick-ethical.com
2. 2About Us & Our Mission | Pick Ethicalpick-ethical.com
3. 3Best Eco-Friendly Toilet Paper Brands In The UKpick-ethical.com
4. 4Best Eco-Friendly Products On Amazon I Always Recommendpick-ethical.com
5. 5Pick Ethicalwikidata.org